Use Cross-media to Maximize Direct Marketing Value          

Date and Times         
July 29 at 11 am U.S. Eastern Daylight Time (8am PDT)

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Everyone talks about using cross-media to maximize your direct marketing campaigns. But how does it really work?

Tony Hodgson from Lorien Unique will illustrate the ins and outs of a fully integrated, multi-channel direct marketing campaign with highly graphical personalization and precisely targeted cross-media (print, email and Personalized URL) elements. The campaign was produced for Reed Exhibitions’ International Direct Marketing Fair 2008 (IDMF), UK’s largest direct marketing event. Campaign objectives were to increase unique users of IDMF’s website (Results? A 55% increase) and to use the IDMF’s own marketing to demonstrate the latest and most effective techniques to marketing strategy makers.

If you’re interested in how to derive maximum benefit from limited marketing resources, this is the session for you. You’ll learn how to use precise data segmentation aligned to highly variable graphical options. You’ll also discover how undertaking difficult but prestigious projects can positively impact the service provider’s own marketing profile.

Key Takeaways

• Learn how to plan a fully integrated cross-media marketing campaign with direct mail, personalized websites and email
• Understand how to design for high graphical impact while maintaining cross-platform flexibility and light payloads for efficient processing and transmission
• Appreciate how to maximize the effectiveness of limited data profiles through maximum segmentation and high levels of variability in content
• Know why it is essential to have very accurate, clean data – quality rather than quantity